The business value of consumer analytics and big data is not just about what you can discover or infer about the consumer, but how you can use this insight promptly and effectively across multiple touchpoints (including e-Commerce systems and CRM) to create a powerful and truly personalized consumer experience.
For most organizations, mobilizing this kind of intelligence raises organizational challenges as well as technical ones.
This presentation reveals how some leading companies are starting to address these challenges, and describes the vital role of enterprise architecture in supporting such initiatives.
Business intelligence for SMEs with Data AnalyticsTzar Umang
Know the importance of Data on your business, how it can shape up your Business Operations and day to day decision making from a narrative representation of your Data.
Business intelligence for SMEs with Data AnalyticsTzar Umang
Know the importance of Data on your business, how it can shape up your Business Operations and day to day decision making from a narrative representation of your Data.
Business is running ever faster—generating, collecting and using increas-ing volumes of data about every aspect of the interactions between sup-pliers, manufacturers, retailers and customers. Within these mountains of data are seams of gold—patterns of behavior that can be interpreted, classified and analyzed to allow predictions of real value. Which treat-ment is likely to be most effective for this patient? What can we offer that this particular customer is more likely to buy? Can we identify if that transaction is fraudulent before the sale is closed?
Training Material - Competitive Intelligence - The Life Blood Of Strategy - A...Sadashiv Borgaonkar
This is the training material of Competitive Intelligence. 136 Pages.
Competitive Intelligence is the life blood of strategy
The Ultimate Goal Of Each Intelligence Process Is To Facilitate Decision – Making That Leads To Action.
Eventually, All Intelligence Terms Refer To Using Systematic Methods To Collect, Analyze And Disseminate Information That Supports Decision - Making
Competitive Intelligence (CI) Is Regarded As The Broadest Scope Of Intelligence Activities Covering The Whole External Operating Environment Of The Company And Targeting All Levels Of Decision – Making.
Analytical Thinking is a fortnightly newsletter from the UK Business Analytics team.
The purpose of the newsletter is to raise awareness about why analytics is a hot topic at the moment, where is analytics being referenced in the press and in what ways are organisations using analytics.
Business Analytics (Operational Research) is part of the Digital Transformation team in Capgemini Consulting UK
Innovation and Transformation in Financial ServicesCertus Solutions
Historically, financial services firms have struggled to target and tailor their product offerings to the customer journey. Often only traditional demographic information – gender, age, occupation – is collected with no real insight as to what life stage a customer is in and how this could influence their financial activity.
To compete in a consumer-empowered economy, it is increasingly clear that financial services firms must leverage their information assets to gain a comprehensive understanding of markets, customers, channels, products, regulations, competitors, suppliers, employees and more.
Presentation at Customer Analytics Dublin Meetup exploring ways to visualize and analyze the paths customers take, over time and across multiple channels to drive intelligent, personalized customer engagement.
Competitive Intelligence is critical to any company striving to make their product deliver the value customers expect. As a Product Manager, you want to keep a holistic view of both your client’s opinion, desire and thoughts on new development, combined with a perspective on what your competition will be up to next. After all, the competition has smart Product Managers who may have discovered an important service or product angle those customers are going to want.
With social media in a mature phase, can’t you just rely on Twitter Feeds, news aggregators, and information from the odd LinkedIn Group? Is that enough? What else should you be doing to stay ahead of you competitors?
Join our guest speaker, Zena Applebaum, of Bennet Jones LLP, for a practical discussion about where to look for competitive intelligence (ethically), how to collect it, the questions you should be asking, who to ask, and how best to use the intel once you have it
This is a presentation in a meetup called "Business of Data Science". Data science is being leveraged extensively in the field of Banking and Financial Services and this presentation will give a brief and fundamental highlight to the evergreen field.
Business is running ever faster—generating, collecting and using increas-ing volumes of data about every aspect of the interactions between sup-pliers, manufacturers, retailers and customers. Within these mountains of data are seams of gold—patterns of behavior that can be interpreted, classified and analyzed to allow predictions of real value. Which treat-ment is likely to be most effective for this patient? What can we offer that this particular customer is more likely to buy? Can we identify if that transaction is fraudulent before the sale is closed?
Training Material - Competitive Intelligence - The Life Blood Of Strategy - A...Sadashiv Borgaonkar
This is the training material of Competitive Intelligence. 136 Pages.
Competitive Intelligence is the life blood of strategy
The Ultimate Goal Of Each Intelligence Process Is To Facilitate Decision – Making That Leads To Action.
Eventually, All Intelligence Terms Refer To Using Systematic Methods To Collect, Analyze And Disseminate Information That Supports Decision - Making
Competitive Intelligence (CI) Is Regarded As The Broadest Scope Of Intelligence Activities Covering The Whole External Operating Environment Of The Company And Targeting All Levels Of Decision – Making.
Analytical Thinking is a fortnightly newsletter from the UK Business Analytics team.
The purpose of the newsletter is to raise awareness about why analytics is a hot topic at the moment, where is analytics being referenced in the press and in what ways are organisations using analytics.
Business Analytics (Operational Research) is part of the Digital Transformation team in Capgemini Consulting UK
Innovation and Transformation in Financial ServicesCertus Solutions
Historically, financial services firms have struggled to target and tailor their product offerings to the customer journey. Often only traditional demographic information – gender, age, occupation – is collected with no real insight as to what life stage a customer is in and how this could influence their financial activity.
To compete in a consumer-empowered economy, it is increasingly clear that financial services firms must leverage their information assets to gain a comprehensive understanding of markets, customers, channels, products, regulations, competitors, suppliers, employees and more.
Presentation at Customer Analytics Dublin Meetup exploring ways to visualize and analyze the paths customers take, over time and across multiple channels to drive intelligent, personalized customer engagement.
Competitive Intelligence is critical to any company striving to make their product deliver the value customers expect. As a Product Manager, you want to keep a holistic view of both your client’s opinion, desire and thoughts on new development, combined with a perspective on what your competition will be up to next. After all, the competition has smart Product Managers who may have discovered an important service or product angle those customers are going to want.
With social media in a mature phase, can’t you just rely on Twitter Feeds, news aggregators, and information from the odd LinkedIn Group? Is that enough? What else should you be doing to stay ahead of you competitors?
Join our guest speaker, Zena Applebaum, of Bennet Jones LLP, for a practical discussion about where to look for competitive intelligence (ethically), how to collect it, the questions you should be asking, who to ask, and how best to use the intel once you have it
This is a presentation in a meetup called "Business of Data Science". Data science is being leveraged extensively in the field of Banking and Financial Services and this presentation will give a brief and fundamental highlight to the evergreen field.
Robert Balfanz, Johns Hopkins University
Edmund Baker, Jr., South Columbus High School
Wiliam Ragland II, Johns Hopkins University
Jennifer Felker, Ohio Department of Education
How Cloud B2B Enables Michelin’s International OperationsMark Morley, MBA
This webinar was prepared with the help of Michelin and discusses how Cloud B2B integration helps to support Michelin’s international operations. The presentation discusses some of the trends across today's manufacturing industry before Michelin discusses how they manage international operations using B2B solutions from OpenText. Updated May 2014
This seminar was presented by me on 2008, Although the rating point changes on the past years, still the body contains many rich information and case studies related to green buildings and sustainable design.
Presentation is about online macro environment and digital marketing environment. Further, market place analysis, SWOT analysis, online market place map, PESTLE analysis, digital economy defined, digital immigrants vs digital natives, innovation vs disruptive innovation, non existing businesses, etc.
Vortrag von Raj Venkatesan und Kim Whitler an der HWZ-Darden Konferenz vom 8. Juni 2017 an der HWZ Hochschule für Wirtschaft Zürich.
https://fh-hwz.ch/conference
Running Head CONSUMER BEHAVIOR ANALYSISCONSUMER BEHAVIOR ANALMalikPinckney86
Running Head: CONSUMER BEHAVIOR ANALYSIS
CONSUMER BEHAVIOR ANALYSIS 10
CONSUMER BEHAVIOR ANALYSIS
Student’s Name: HEJIE ZHENG
Course: CIS4321
Date:04/20/19
Contents
PROPOSAL 2
CONSUMER BEHAVIOUR ANALYSIS 2
SIGNIFICANCE OF ANALYSING CONSUMER BEHAVIOURS. 3
CONSUMER BEHAVIOUR DATA SET 3
IMPLEMENTATION OF CUSTOMER BEHAVIOUR DATA SET 5
CUSTOMER BEHAVIOR DATA MINING TECHNIQUES 7
Association Mining 7
Transaction study unit 7
CONCLUSION 7
REFERENCES 8
PROPOSAL
The modern consumer behavior perspective is just the same as the traditional consumer behavior perspective.CONSUMER BEHAVIOUR ANALYSIS
Our project is consumer behavior analysis. Research has been conducted and presented on the behavior of consumers and how the data obtained is important in solving real-world problems. In analyzing consumer behavior in this paper, we will embrace data mining techniques. Each data mining technique has its pros and cons. For this reason, we will choose the best technique to mine our database. The main objective is identifying psychological conditions that affect customer’s behavior at the time of purchase and the key data mining tool that is convenient for each method of purchase. Furthermore, there is an association rule that is employed in customer mining from the sales data in the retail industry.
SIGNIFICANCE OF ANALYSING CONSUMER BEHAVIOURS.
Analyzing consumer behavior is important as the data obtained is converted to a format that is statistical and a technical technique is used to analyses the data (Stoll, 2018). Business enterprises also use the knowledge of consumer behavior in the following ways:
I. Determining the psychology of consumers in terms of their feeling, reasoning, and thinking and how best they can choose between the alternatives.
II. Businesses also determine how the business environment affects consumers’ mindset.
III. Businesses can determine the behavior of customers at the time of purchasing their goods and services.
IV. Companies also find out how customer motivation affects customers' choice of goods of utmost importance.
V. Finally, Business finds ways of improving their marketing strategies based on the available data that they will gather.CONSUMER BEHAVIOUR DATA SET
The modern consumer behavior perspective is just the same as the traditional consumer behavior perspective. The patterns used by consumers in the day to day lives are also applicable in the online context. Koufaris (2002) in his article argues that online consumer behaviors are similar to traditional behaviors. However, online consumers have additional advantages as besides being customers, they easily access the information about the goods and services they want. The contents of our datasets pertaining the consumer behaviors can be found in Montgomery, Li, Srinivasan, and Liechty (2004.)
In the present world, a normal consumer is regarded as a constant generator whom his or her data is treated in diverse contexts as unstructured, contemporary ...
How to use the power of data in e-Commerce? Applying the Big Data solutions makes it possible to analyse data in real time. This allows us to use the data not for reports only, but to translate them into action.
Make it Personal: Accelerating Your Personalization Game PlanOptimizely
While many talk about personalization and the value it can bring, the challenges of implementing it often mean the initiative never gets off the ground. Where should you start, and what tools should you use to test, learn, and create the most powerful and relevant experiences? Join Optimizely’s Senior Strategy Consulting and Solutions Engineering managers to learn how to lay out your personalization strategy and use new product features that make it faster and easier to personalize your campaigns with Optimizely.
In this session you’ll learn:
- How to develop a personalization strategy, and where to get started
- How machine learning capabilities can help you start personalizing today
- A walkthrough of Optimizely’s Personalization solutions, including Extensions, Recommendations, and the recently launched Adaptive Audiences
Your smarter data analytics strategy - Social Media Strategies Summit (SMSS) ...Clark Boyd
The volume and velocity of available data brings with it a huge amount of new opportunities for marketers. However, without the analytics know-how to avail of this data, these are opportunities that are often missed. Moreover, the variety of different data sources and analytics platforms only add to this complexity.
This presentation covers:
- How to define and communicate an analytics framework
- How to set up analytics dashboards for a range of stakeholders
- The people and skills you need for an optimal analytics team
- Practical tips for improving your campaign measurement
Air Force Research Laboratory Small Business Hub Collider - Small Business Ma...Billy Grill
Presented by Billy Grill, Rebel Marketing, this Collider event through the Air Force Research Laboratory Small Business Hub covers Small Business Marketing with a focus on marketing to the federal government. It covers all aspects of marketing from strategy through tactics and tools.
[Project] Customer experience and buying behaviour in e-commerce sitesBiswadeep Ghosh Hazra
The growing usage of internet in India provides an extremely lucrative market for many retailers and businesses. If e-retailers get to know the factors that broadly affect online behaviour, and the corresponding relationships between the type of online buyers and these factors, then they can further fine tune their marketing strategies to convert potential customers into permanent customers, while keeping the existing online ones.
This project on consumer behaviour is a part of a study, that broadly focuses on the factors which Indian online buyers keep in mind while they are shopping online. The research conducted found that Customer Service, Customer Review/Recommendations and Discount/Offers are the three dominant factors that influence online consumer perception. Consumer behaviour is an applied discipline because some decisions are significantly affected by their expected actions. The two perspectives that demand application of its knowledge are societal and micro perspectives. Internet is changing the very method consumers shop, buy goods and services, and has rapidly become a global phenomenon.
Today all companies must use the Internet with the goal of cutting marketing costs, and at the same time, received quantitative information; thereby reducing the price of the services and products, the companies offer. High competition compels companies to continuously look for cost cutting measures. Companies also use internet to communicate, convey and disseminate information, to take feedback, conduct satisfaction surveys with customers and most importantly, to sell the product.
Modern Services Marketing Session at TSIA/TSW 2017 San DiegoFred Isbell
Digital transformation and innovations including cloud, social media, and Big Data/analytics have redefined services marketing -- no one debates that. The modern services marketer must both combine art and science to meet changing needs of the services marketplace, including digital technologies, thought leadership and storytelling, and analytics for key insights. We addressed the skills of a successful modern services marketer, technology as a key enabler to transformation and innovation, and address key best practices in this session given at the TSIA Technology Services World (TSW) 2017 event in San Diego CA.
Both business agenda and technology agenda are obsessed by time. Time to market, just-in-time, cycle time, webtime. Frequency, speed, acceleration. Time has become the most precious resource, and we are intolerant of journey time, waiting time and idle time.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
2. 2
Agenda
• The business value of consumer
analytics and big data is not just
about what you can discover or infer
about the consumer, but how you
can use this insight promptly and
effectively across multiple
touchpoints (including e-Commerce
systems and CRM) to create a
powerful and truly personalized
consumer experience.
• For most organizations, mobilizing
this kind of intelligence raises
organizational challenges as well
as technical ones.
• We plan to reveal how some leading
companies are starting to address
these challenges, and describe the
vital role of enterprise architecture
in supporting such initiatives.
3. 3
Key takeaways
Reference model
• Omnichannel
consumer analytics
and engagement.
Architectural
approach
• Closed-loop
integration across
multiple consumer
touchpoints and
diverse data
platforms.
Template business
case
• Building and
extending your
business and
technical capabilities
for consumer
engagement.
4. 4
Is Digital a New Thing
Yes it is
• New mechanisms
• Greater scalability
• Potential visibility
• Faster response
No it isn’t
• Good (small, local) retailers
have always done
personalization.
• Innovative retailers (e.g.
Gordon Selfridge) have
always done engagement.
5. 5
Omnichannel Evolution for Retail and Consumer
Systems of Record
• Omnichannel eCommerce
• “Click and Collect”
• Some Personalization
Systems of Engagement
• Omnichannel Marketing
• “Click and Connect”
• Full Personalization
Glue Reply has helped a number
of leading retailers to implement
Omnichannel eCommerce
Our retail and consumer clients
are now looking seriously at
Omnichannel Marketing
Other possible applications of Omnichannel
Engagement include education (pastoral care
for students) and citizen-led journalism.
6. 6
From Conversion to Persuasion
Conversion is not just about this week's revenue. We need
to develop the ability to detect slow-acting and cumulative
effects as well as instant one-off effects. Obviously this is
more difficult, but it is not impossible.
The future for Internet marketing lies in developing non-
linear systems that deliver exactly what prospects need,
when they need it, so they can accomplish their goals in
the manner most comfortable to them.
Conversion is a linear process.
Persuasion is a non-linear process.
Source: Digital Intelligence Today
7. 7
Personalization involves four capabilities
Personalization
Targeting
• Starting with what we
want to promote.
• Selecting consumers for
a given campaign
Customization
• Starts with what the
consumer asks for.
• Take consumer
demands at face value
Contextualization
• Engaging with the
consumer’s world.
• Infers consumer desires
from context.
Co-Creation
• Providing a platform for
active consumer
engagement.
8. 8
Targeting and Personalization
• Produces a list of consumers for a given
message
Targeting Algorithm
• Produces a list of messages and other
actions for a given consumer
Personalization Algorithm
• Both personalization and targeting
require some kind of matching
algorithm.
• The desired “match” is the same in both
contexts. So the two algorithms should
probably have a common core.
Similar or Different?
Targeting
• From Content to
Individual
• Here’s a campaign
message – who are
the best people to
receive it?
Personalization
• From Individual to
Content
• Here’s a consumer –
what message do
we want to give
them?
10. 10
Learning
& Development
Knowledge
& Memory
Information
Gathering
Decision
& Policy
WIGO
(what is going on)
Organizational Intelligence Framework
• Presented to Open
Group in May 2011.
• http://www.slideshare.net/RichardV
eryard/orgintelligence-
presentation-at-open-group-
conference-may-10th
• eBook available at
http://leanpub.com/
orgintelligence
Communication & Collaboration
Sense-Making
11. 11
Engagement Framework
Learning
& Development
Data Science
Knowledge & Memory
Consumer
Genome
Information Gathering
Consumer
Monitoring
Decision & Policy
Next Best Action
Consumer Behaviour
Communication & Collaboration
Omnichannel Marketing
Sense-Making
Consumer Analytics
12. 12
Demographics
and Life Events
Socioeconomic category
Life events – work, marriage, children
Product
Experience and
Affinity
Which products do they already have?
Which products are they likely to be interested in?
Responsiveness Price-Sensitivity
Feature Sensitivity
Response to Merchandising and Marketing
Response to Direct Offers
Preferences Communication Style
Channel
Privacy and Consent
Consumer
Journey
Zero Moment of Truth (Google, early consideration)
First (Shop, pre-purchase evaluation)
Second (Home, post-purchase evaluation)
Third (Social media, sharing with network)
Consumer Genome
13. 13
Inferences from Incomplete Data
Visible Data
data we collect from our own
systems and processes
Processed Data
i.e. transformed by processes
under our control
Dark Data
e.g. interactions with
competitors
Transformed Data
i.e. transformed by processes
outside our control
(e.g. Social Media)
Conventional BI
converts
operational data
into useful analytics
Welcome to the
world of “Big Data”
14. 15
Knowledge to Inference to Decision – What We Know
Recent activity Product Holding Profile
What we know
15. 16
Knowledge to Inference to Decision – Potential Influences
Recent activity Product Holding Profile
What we know
Product affinity
Recent activity Product Holding Profile
Potential
inferences
What we know
Product
A
16. 17
Knowledge to Inference to Decision – What We Infer
Recent activity Product Holding Profile
What we know
Product affinity
Recent activity Product Holding Profile
Potential
inferences
What we know
Product
A
Profile
Product affinity
What we infer
What we know
Left in
basket
Product
A
Churn
Propensity
C
Credit
ScoreA
Demographic
segment D
17. 18
Knowledge to Inference to Decision – What We Decide
Recent activity Product Holding Profile
What we know
Product affinity
Recent activity Product Holding Profile
Potential
inferences
What we know
Product
A
Profile
Product affinity
What we infer
What we know
Left in
basket
Product
A
Churn
Propensity
C
Credit
ScoreA
Demographic
segment D
Profile
Product affinity
What we decide
What we infer
What we know
Left in
basket
Product
A
Churn
Propensity
C
Credit
ScoreA
Demographic
segment D
18. 19
Capability Reference Model
“Know the Customer
Base” is a plural
capability, understanding
the mass of consumers to
detect common patterns
and trends.
“Know the Customer” is a
singular capability,
applying (common)
patterns and trends to an
individual consumer.
19. 20
A simple model
Business Intelligence.
Transformations.
Descriptive models.
Predictive models.
Marketing
Propositions
Interaction strategies
Decisioning
Choose
Personalised
interaction
Customer
Available propositions
Matching logic
Strategy
Channel Context
Customer
Profile
Historic Data
Behaviour
BI Repository
20. 21
A slightly less simple model
Interaction
Channel
Decision Support
Candidate
Activities
Best Activity
Monitor
Outcome
Derive Characteristics
Transform,
Aggregate,
Descriptive
Models
Predictive Models
Current Customer
Characteristics
Historical Data
Propositions and
Strategies
Strategy
Management
Master Data
Management
OperationalSystems
Propositions and
Decisioning
Rules
Propositions
Customer LevelData
Raw DataOperational
History
Zero Latency
Characteristics
Chosen Activity
Subsequent
Behaviour
Master Data
Marketing
Analytics
Customer
Context
Trigger
Response
21. 22
Principles of Consumer Engagement
Holistic Understanding how multiple factors interact to produce particular
behaviours and preferences at a given point in time.
Consumer
Context
Understand consumer pathways – including changes and repeating
patterns over time.
Understand the consumer’s network – friends and influences.
Consumer
Perspective
Don’t just see things from the company’s perspective. Understand
what these events mean to the consumers themselves.
Closed
Loop
Feedback
The outcome of each action helps to calibrate the next action.
Rapid feedback supports broader experimentation and promotes
effective learning.
Ethical Respecting consumer preferences and values.
22. 23
Consumer Characteristics
• Such things as name, age, length of tenure etc., subject to simple transformations.
Simple attributes
• What products or what types of product does the consumer hold or have they held.
• Subject to transformations informed by master data management.
Product holdings
• Simple mathematical derivations such as “total average monthly spend over last 6 months”, “spend
this month to date”, “average number of calls to call centre per month”.
Aggregated values
• A descriptive model classifies consumers, but without reference to predicting any specific future
behaviour.
• Examples would be segmentations, which classify consumers into various groupings based upon
their demographics and behaviour.
Descriptive model outputs
• A predictive model uses consumers’ past behaviour and demographics to predict future behaviour.
• An example would be a churn propensity model, which predicts the likelihood of a consumer to leave
the organisation for a competitor. These may be derived by data mining techniques to determine
predictive attributes.
• A particular subset of predictive model is the scorecard, which assigns a score to various attributes,
giving a total score that is used as a predictor. This derivation is particularly open and may be used
in cases where transparency is required for regulatory reasons, for example credit scoring.
• Predictive models tend to be informed by proposition information, whereas the preceding types tend
to be simply descriptive.
Predictive Model outputs
23. 24
Next Best Activity
The next best activity for a given consumer
is selected based on consumer data …
• Current consumer characteristics.
– May include real-time data from
operational systems, and pre-
calculated data based on history.
• Interaction channel context.
– Provides the consumer identity, the
channel identity and any other
information available about the
triggering interaction.
• Propositions and strategies.
– Provide the logic by which a decision
is made, and define the possible
next actions.
… as well as relevant decision rules and
strategies relating to …
• The aims of the organisation
• The needs of the consumer
• The channel by which the consumer is
interacting
• The eligibility of the consumer for the
various available propositions
• The suitability of the consumer for the
various available propositions
• The costs to the organisation of the
available propositions, and the potential
margin to be made
• Preferences expressed by the consumer
(including privacy and consent)
24. 25
Plugging Personalization into the TouchPoint Process (Email)
Plan Email
Campaign
Create
Consumer
List
Compose
Email
Deliver
Email
Consumer Data
Personalization
Control
Customer
Selection
Control Email
Content
Control
Delivery
Timing
Inhibit
Unwanted
Emails
In this model, we take an
existing marketing process
(eCRM) and plug in some
intelligent personalization
based on the consumer
characteristics.
The model shows four different
points in the eCRM process
where intelligence could be
plugged in. These do not
necessarily have to be
implemented at the same time.
25. 26
Plugging Personalization into the TouchPoint Process (Online Interaction)
Identify
Consumer
Customize
Display
Customize
Navigation
Customize
Offer
Consumer Data
Personalization
Select
Banners and
Images
Control
Search
Sequence
Select
Relevant
Offers
In this model, we take an
existing online interaction and
plug in some intelligent
personalization based on the
consumer characteristics.
The model shows four different points in
the online interaction where intelligence
could be plugged in. These do not
necessarily have to be implemented at
the same time.
Build “Just
For You”
Panels
26. 27
Key Questions - Summary
Why?
• Cross sell? Upsell?
• Retention?
• Acquisition? Cost
• Savings?
• Drive margin?
Who?
• Business units:
• Marketing?
• Analytics?
• Product planning?
When?
• Product lifecycle?
• Latency constraints?
• Strategy reaction time?
Where?
• Which channels?
• Centralised or distributed
decision making?
What?
• Level of decision making
(person, account, device,
organisation)?
• What products?
• What facts?
How?
• System landscape
• Means of customer
• identification?
• Means of strategy
• control?
29. 32
What is the Value of Personalization?
• Message across all channels are more relevant to consumers increasing
their affinity with the channels and brand
• Consumer-led – consumers should feel that we are directly responding to
their actions and preferences.
Engagement
• Improved conversion rate on campaigns.
• Reduced churn.
• Reduced price sensitivity – offers can be based on consumer desire
rather than discounts
• Lifetime value of consumer. Align consumer incentive to consumer value.
Economics
• More effective use of digital campaigns as more targetted,
more coordinated , more timely.
• Growing accuracy of consumer profile, thanks to continuous feedback.
• Support for innovation (e.g. trial offers or campaigns), because faster and
more comprehensive feedback takes away some of the risk
Efficiency